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Before They Buy, Consumers Have to "Buy It"
Back in December 2004, HSBC became the first major bank to commit to carbon neutrality, aiming to improve energy efficiency, buy "green electricity," and then offset the remaining carbon dioxide emissions using carbon "allowance" or "credits." As a global bank with numerous offices and branches gobbling up significant amounts of fossil fuel-generated energy, HSBC made a smart strategic move by committing to carbon management. And the scope of that commitment, paired with the strong business case for action, gave HSBC the credibility it needed to deliver an effective sustainability-focused marketing appeal: "There's No Small Change" a campaign launched earlier this year with assistance from J. Ottman Consulting, empowers the bank's customers and would-be customers with a raft of steps, both large and small, to reduce their environmental footprint.
This is the kind of well-crafted sustainability branding message — necessarily rooted in substantive green efforts — that I've been advocating in these pages, and so far it has been well received. This week, Philips launched a similar customer-focused branding push. Time will tell whether consumers have sufficient faith in the environmental reputation of the brand to buy into the current campaign.
~Jacquelyn A. Ottman, President, J.Ottman Consulting and SLM Advisor
Feature Article
Branding Appeals: Goodbye Lifestyle, Hello Values
If the last decade was defined by the lifestyle brand, perhaps this decade will be defined by a related, yet distinct entity: the political brand. (frog design) Read more...
This Week's Top Branding Stories
Carbonfund.org Announces CarbonFree Certified Product Label
The new eco-label is designed to allow leading companies to promote their products as being climate neutral by reducing and offsetting the life-cycle carbon footprint associated with the production, shipping, operation, and disposal. (Press Release) Read more...
How Green Is My Carpet?
While some companies lead the way on reducing carbon footprints, others seek environmental kudos in a mirage of marketing. (Sydney Morning Herald) Read more...
Philips Launches ASimpleSwitch Campaign to Reduce Energy Consumption
The consumer campaign aims to mobilize over two billion people to lead a more energy-efficient life. (The Good Human) Read more...
Shell Ordered to Withdraw "Misleading" Environmental Ad
Royal Dutch Shell has been ordered to withdraw an advertisement in the Netherlands that claims the company recycles its emissions of carbon dioxide by piping them into greenhouses. (International Herald Tribune) Read more...
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Sustainable Brands '07: Learning From Leaders
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Sustainable Life Media is home for business professionals looking to build new value and competitive advantage by innovating more sustainable processes, practices and products. We bring you top stories related to the what, who and how of environmental and social innovation, and help you connect with thought leaders, peers, partners and solutions providers that can help you quickly reach your goals.
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